Asking More From Celebrity Ambassadors

Even cult cosmetics company Glossier – which candidly never felt the need for a celebrity face – did a recent U-turn, signing singer Olivia Rodrigo to “win back Gen Z”. The announcement alone scored extensive coverage, without her having to do a thing. 

 

But not all partnerships make headlines so easily, and I’m sensing that the media are demanding more and more from celebrity faces (or voices, as they’ve become) in return for column inches and airtime. 

 

I often push back on PR offers of a group interview or briefing with a celeb. The same goes for an email Q&A, which is never as good as one-to-one face time. 

 

With certain celebrities, I hope to secure video access and will pitch involvement in an editorial franchise that feels relevant to both their appeal and the product they’re promoting. Eg a beauty tutorial, should they be aligned with make-up, etc. 

 

Alternatively, I might suggest a photoshoot for a digital cover, or a social media takeover. Perhaps the star could diarise an event or pen an open letter. You get the idea.

 

I appreciate that compared to coordinating a standard interview this probably means more work for all involved. Plus, I know access – especially with elusive A-listers – can be painfully restrictive. But, if possible, the results are collectively worth it. Instead of the same old story, brands get to spread their message via original, engaging content specifically tailored to a target outlet’s audience.

 

As I imagine a celebrity agent knows all too well, ‘if you don’t ask, you don’t get’. And really, we’re all in the same business.